摘要
随着社会对可持续发展和伦理责任的关注日益增强，企业社会责任（CSR）已成为塑造品牌形象的重要战略工具。本研究旨在探讨企业社会责任对品牌形象的正向影响机制，并通过实证分析揭示其作用路径及边界条件。研究采用问卷调查法收集数据，基于结构方程模型对300家企业的样本数据进行分析，同时引入消费者感知价值作为中介变量，以更全面地理解CSR与品牌形象之间的关系。结果显示，企业履行社会责任能够显著提升品牌形象，且消费者感知价值在这一过程中起到部分中介作用。此外，研究发现不同类型的CSR活动对品牌形象的影响存在差异，其中社会公益类活动的效果尤为突出。本研究的创新点在于将消费者感知价值纳入分析框架，从而深化了对CSR影响品牌形象内在机制的理解。同时，研究为企业提供了实践指导，即通过优化CSR活动类型和资源配置，可以更有效地实现品牌价值提升。总体而言，本研究不仅丰富了企业社会责任与品牌形象领域的理论研究，也为企业在竞争环境中制定CSR战略提供了重要参考。
关键词：企业社会责任；品牌形象；消费者感知价值；中介作用；CSR活动类型
Abstract
As societal attention to sustainable development and ethical responsibility continues to grow, corporate social responsibility (CSR) has become a crucial strategic tool for shaping brand image. This study investigates the positive impact mechanism of CSR on brand image and reveals its mediating pathways and boundary conditions through empirical analysis. Data were collected using a questionnaire survey method, and a sample of 300 enterprises was analyzed based on structural equation modeling. Consumer perceived value was introduced as a mediating variable to provide a more comprehensive understanding of the relationship between CSR and brand image. The results indicate that a company's commitment to social responsibility significantly enhances its brand image, with consumer perceived value partially mediating this relationship. Additionally, the study finds that different types of CSR activities have varying effects on brand image, with philanthropic activities demonstrating particularly prominent outcomes. The innovation of this research lies in incorporating consumer perceived value into the analytical fr amework, thereby deepening the understanding of the internal mechanisms through which CSR influences brand image. Furthermore, the study offers practical guidance for businesses by suggesting that optimizing CSR activity types and resource allocation can more effectively enhance brand value. Overall, this research not only enriches theoretical studies on CSR and brand image but also provides significant references for companies in formulating CSR strategies within competitive environments.
Keywords：Corporate Social Responsibility; Brand Image; Consumer Perceived Value; Mediating Role; Type Of Csr Activities
目 录
摘要 I
Abstract II
一、绪论 1
(一) 研究背景与意义 1
(二) 国内外研究现状综述 1
(三) 研究方法与技术路线 1
二、企业社会责任的核心维度分析 2
(一) 企业社会责任的理论基础 2
(二) 社会责任在品牌建设中的作用 3
(三) 核心维度对企业形象的影响机制 3
三、品牌形象的构成与形成机制 4
(一) 品牌形象的概念与测量 4
(二) 消费者视角下的品牌形象认知 5
(三) 社会责任对品牌形象的关键贡献 5
四、企业社会责任对品牌形象的正向影响路径 6
(一) 社会责任提升品牌的信任度 6
(二) 社会责任增强品牌的忠诚度 6
(三) 社会责任塑造品牌的差异化优势 7
结 论 8
参考文献 9
